“The average clickthrough rate of headlines with negative superlatives was 63% higher than positive ones.”

So why are we drawn to negative news? Because the possible costs we derive from negative information outweigh the possible benefits of its positive counterpart. What’s more, research shows negative news content tends to increase both arousal and attentiveness; unexpectedness and intrigue.

Everyone is doing content marketing these days. Research shows, 77% of B2C marketers say they will produce more content in 2016 compared to 2015. But, as I mentioned in my previous post, “it’s not enough to just create good content. It’s worthless if no one sees it.” Considering this, injecting negativity into brands’ content or marketing might help in driving viewership, and in turn help brands get discovered.